Walking down in Kurfuerstendamm tonight, I saw the window of a shop with these words, "Sex Sells....unfortunately we don't sell sex." The shop is Levi's.
We've seen ads in magazines with a full page of small-print copy. How can an ad like that work? Who would stop to read it? The answer: the headline is what pulls in the reader and keeps the reader interested long enough to read the entire ad.
Invariably, the headline is in bod type and teases the reader with an intriguing question or statement. In fact, the headline may very well have taken more time to write than the entire ad. It's that important.
Headlines that work are short, crisp and easy to read.
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